State and Local Ballot Initiatives
Case Study: Opposing a Plan to Annex an Electric Utility
One California county and three cities joined together to seek annexation of a private utility into a neighboring municipal utility. If successful, this $400 million proposal would have become the fourth-largest power system annexation in US history. A committee formed to oppose this annexation retained Forward Observer to provide research and knowledge management services and tapped Joe Rodota to serve as a senior campaign strategist.
Forward Observer was responsible for all aspects of the campaign’s research needs, from initial issues and opposition research to rapid-response support. Because the topic was complex and highly technical, Forward Observer worked with industry experts to document and describe impacts in terms average voters could understand – such as the debt that would be incurred per household and the potential risk to monthly residential utility bills. This information became the central message of the campaign and was incorporated into television and radio advertisements. Working with a respected creative team, Forward Observer developed a thorough and informative briefing book that was mailed to every registered voter in the region. The annexation was defeated.
Additional Examples:
"Forward Observer provided the ammunition we needed in the No on Prop 23 campaign against special interests that wanted to repeal California's clean energy and clean air law. Forward Observer's research was a major contributor to our rapid response effort and fueled our earned media effort."
Steve Maviglio, Spokesman, Californians for Clean Energy and Jobs, No on Prop. 23
Political Reform: Forward Observer was the research firm for the committee supporting Proposition 14, a California statewide ballot initiative to establish a “top-two” primary system, replacing partisan primaries. Passed 54% to 46% in June 2010.
Environment: Forward Observer was retained by the committee opposed to Proposition 23, which would have suspended implementation of AB 32, California’s law to regulate greenhouse gas emissions. Defeated 62% to 38% in November 2010.
Health Care: Californians for Affordable Prescriptions retained Forward Observer to assist in a campaign to support Proposition 78 and oppose Proposition 79 on the statewide California ballot. The initiatives were competing measures to address the cost of prescription drugs in California. Among our responsibilities: Working with campaign legal counsel to verify campaign advertisements, and sourcing an expert to address claims by proponents of Proposition 79 that it would reduce costs for small business. Proposition 79 was defeated 41% to 58% in November 2005.
"Forward Observer was instrumental in our victory. Not only did their focus result in a top-notch research product, but Joe was an invaluable member of the team."
Josh Ginsburg, Partner, Ginsburg McLear Group and campaign manager, Yes on Prop. 14
Real Estate Development: Glendale Neighbors Supporting our New Town Center, a committee formed to replace a failed shopping mall in downtown Glendale, California, retained Forward Observer to assist in passage of three ballot measures to allow this important retail development to move forward. Our work took us to courthouses, news archives and government agencies in California, Illinois, and 10 other states. Passed 51% to 49% in February 2005.
Tax Policy: Forward Observer was retained by an industry committee opposing Proposition 86, which would have raised billions in new taxes to fund various health programs. Forward Observer provided research and knowledge management services, and identified experts to analyze and comment on specific elements of the initiative. Defeated 48% to 52% in November 2006.
